How To Talk Yourself Out of a Sale
I went out with my sister the other day. She wanted to buy a new TV and needed some moral support.
Why she asked me I have no idea as I don't know one end of a TV from another, I hardly watch it, can just about operate the remote control and certainly have no idea whats inside the box.
Anyway....
She knew what her budget was, which, as it's just after Christmas was not the largest amount in the world, but then she didn't need a large telly.
So off we trek to the appropriate shops in the retail park. Now the first shop we went into was a very well known large store, one of those that sell everything from a pc, to the world! She spotted a telly she liked the look of, but really needed a few technical, and "what's included" questions answered.
Hmmm... nobody around. Eventually I 'accosted' a salesperson and asked for assistance. Well, to be fair, he was passing through to the back store room, but he assured us someone would come soon. Those of you who know me will realise that as shopping is one of my pet hates, waiting around is another, my sister is about as patient as I am, it must be a family trait!
We did give it 10 agonising minutes. Alas nobody arrived, nobody passed, that was about all we could stand - off we went. Next shop!
To cut the shopping story short....
She eventually finds a TV that she likes the look of. A keen assistant handled her questions and eventually it was a simple contest between two different makes with virtually the same spec, so the decision came down to brand preference, perceived technical performance and basic aesthetics of design.
Smiling assistant ushers her to the sales point. He dutifully collects her data, tells her what a wonderful, sensible, most appropriate choice she has made - of course she's feeling good about this purchase after 5 minutes of this. A bit of stressless success.
Then it happened......
Why didn't he stop talking!
The point where he almost lost the sale. It was very close!
He'd just spent something like 20 minutes attending to his customer, he'd done a great job, he had satisfied her every question and query, he had reassured on quality, reliability, benefits, budget, in fact no stone had been left unturned.
He'd got the sale..... but...
he wanted more....
he wanted the up-sell, in fact he was no doubt obliged to offer it - yes the dreaded added warranty!
He presented the benefits of the warranty. Sister duly listened. She didn't want it as it would have taken her way over her budget limit, the TV she had chosen was only just within it. She thanked him and politely refused.
He tried again, fair do's, but he added a few alarming reasons why she should really buy it. Oh dear says sister, why would those negative things happen? Another long explanation of the negatives and what the warranty would cover and why she really should buy it even though its going over her budget.
His 'information' raised more questions from my sister. He answered them all. Unfortunately by the time he had finished he had my sister virtually convinced that this, in fact most tv's of this type were bound to fail or break in some way in a short period of time.
He had now gone from convincing her that she had made a fabulous choice to believing that she shouldn't buy it all!
She very nearly didn't!
It took him a while but eventually he spotted the error of his ways and he reverted to the positive aspects of her choices and after a little calm thinking he 'let go' of the hope of the up-sell - I'm sure he finally had a vision of my sister walking out of the store empty handed - and what would that do to his targets for the month :)
The point is, yes by all means have something to up-sell, but SHUT UP and listen to your customer, don't try to up-sell something based on the negative emotional aspects when they are heavily conflicting with the customers positive reasons for buying the first item.
These sorts of events at least bring some fun to shopping! lol
regards
Diane
stressless success
calm thinking